diverse methods more comprehensible, the section is divided into two main parts.
The first part accounts for the methods and data used when researching corporate
identity and organizational identity. The second part offers an overview of the
methods and data used to research image and reputation.
The internal elements of brand identity: methods for the study of corporate
identity and organizational identity
How to uncover corporate identity
Corporate identity is an expression of the strategic aspirations top management
has for the brand in the shape of, for instance, a strategic vision for the brand or the
corporation as a whole. The corporate identity also refers to the visual identity of
the brand. The methods for gathering data about the two differ:
- When uncovering the strategic perspective on corporate identity, it is mainly
historical sources about the development of the vision and strategy of the
company and brand specific historical records that are used to get an
overview of the corporate identity and its development. Semi-structured
interviews, storytelling methods and heuristic analysis are the more specific
methods used as a supplement to the more formal records of how the strategic
vision has developed over time. - Data about how the visual expression of the corporate identity has evolved over
time must also be researched when uncovering corporate identity.
After having uncovered these two sources of visual and strategic identity repre-
senting the more formal aspects of identity expressed by the company, the behav-
ioural and cultural aspects of identity must also be uncovered.
How to uncover organizational identity
Research into organizational identity (organizational culture and behaviour) draws on
methods from various research traditions, such as anthropology, sociology, cultural
and organizational studies. In the academic milieu there has been a fierce discussion
about how organizational culture ought to be perceived and studied. However, during
the last decade methods using a multi-paradigm approach, combining the different
views and starting points, have emerged. High-performing brands often share the
characteristic that they use organizational culture as a tool to nurture high employee
commitment and loyalty. A strong organizational culture is consistent over time and
values and norms guide action and language. There are several sources of a strong
organizational identity: the style of top management, everyday organizational
behaviour, and embedded norms and values. How these elements contribute to orga-
nizational identity is the subject of analysis when uncovering organizational culture.
The basic perception of organizational identity has evolved from a static and
functionalistic view to a more dynamic constructivist one. In the functionalist
The identity approach 65